When a brand ties itself to an event or experience, it is telling consumers that the brand not only wants to be part of the interaction, but the overall outcome is reflected based on the brand's participation.

Previous studies have proven that football games that are close and exciting had better ad recall from consumers versus games that were blowouts. In terms of experiences, the more exhilarating the experience, the better brand recall consumers had. If the consumer enjoys it, the consumer remembers it.

With the unnerving reports coming out of Brazil, one must wonder what the backup plans must be for many of the brands that chose to participate in the upcoming World Cup.

No brands would want to be associated with muggings, the sex trade, Dengue fever, and riots. At least, not one that we are readily aware of.

All of this neglects one very important thing: the Cup hasn't started yet, and Brazilians love their soccer.

Perhaps when the game starts, and the brands come out in full force, the previous shortcomings will be forgotten. What's beautiful about the human brain is its ability to categorize experiences. Yes, if consumers are having a terrible time before the game, but an amazing time during the game, the previous experience will be immediately discounted.

Brands must love that.

Right now, only days away from the world's biggest sport spectacle, it is difficult to determine what exactly will happen.